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KMID : 0665420210360030284
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Korean Journal of Food Culture
2021 Volume.36 No. 3 p.284 ~ p.292
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The Factors Affecting Dining-out Expenses by Generation X and Generation MZ Based on Tobit Model
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Min Ji-Eun
Han Kyung-Soo
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Abstract
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The food service industry has grown larger with changes in the economic and socio-cultural environment. In this saturatedfood service industry, generation X and MZ are the main consumer forces that demand attention. That is because ageneration is the main psychographic factor that reflects personal values and lifestyle based on one’s life cycle. From sucha perspective, a generation in marketing has been used as a variable to predict a market by supplementing demographicfactors. Accordingly, this study classified generations into generation X and generation MZ with the use of the 2019consumer behavior survey for food by Korea Rural Economic Institute (KREI) and then investigated the factors influencinggroup and personal dining-out expenses. The analysis was carried out applying the Tobit model using SPSS and R. Thepositively influential variables on generation X's personal dining-out expenditure were male, single person, high income andsimple lifestyle, whereas housewives, personal ethical consciousness, behavioral ethical consciousness, and safe dietary lifewere negatively influential variables. The positively influential variables on generation MZ's personal dining-out expenditureswere male, dual-income, high education level, corporate and governmental ethical consciousness, while the number offamily members and safe dietary life were negatively influential variables.
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KEYWORD
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Generation x, generation mz, dining-out expense, krei
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